CAMPFIRE STORY - Camp Keshet
CAMPFIRE STORY - Shwayder Camp
Shwayder camp in Colorado has been established since 1949. They are a privately owned camp that has always offered two week sessions throughout the summer. They contacted Campfire Creative Marketing in the fall of 2017. Instead of two week sessions they were going to begin offering three week sessions. Shwayder was concerned there would be negative feedback from existing families resulting in a loss of attendance. They wanted to get ahead of any rumors and minimize opposition.
Instead of focusing on the length of the sessions, we chose to highlight all of the additional changes that were going to positively impact the campers. As a result of spending more time at camp, kids would be able to enjoy customized schedules, additional activities and more time to bond with friends. The camp was also unveiling new facilities with state-of-the art amenities. Campers could look forward to a brand new recreation center, a climbing wall, sports courts and modern cabins.
By changing the attention to these new opportunities we were able to roll out a campaign titled “Best Summer Ever.” We tapped into Shwayder’s database and used email marketing to reach existing and potential families. We organized parent meetings with question and answer sessions. A direct mail campaign reinforced the messaging and reminded parents of important registration dates. We sent each camper a Shwayder bracelet as a token of appreciation. Lastly, the use of social media was a key factor for staying in touch. Pictures on instagram brought back memories for campers and facebook allowed us to highlight activities, renovations and important dates.
The campaign was a huge success. Shwayder experienced no fall out from the changes in 2018 and earned a double digit percentage increase in revenue. Campers embraced the longer schedule and parents felt like they were in the loop and well informed. Shwayder was pleased with the results and Summer 2018 proved to be the Best Summer Ever!